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Instagram Threads is introducing its most highly anticipated feature yet: direct messaging. The Threads DMs rollout will allow users to now message others directly without needing to switch to Instagram. According to Meta, the global launch began Tuesday and includes a new visual tool called Highlighter.
In addition, this Highlighter feature aims to spotlight engaging perspectives and trending conversations. Meta contends it will initially focus on Trending Topics.
Similarly, at launch, the Threads DMs rollout includes a basic set of tools. These include one-on-one chats, preset emoji reactions, spam reporting, and the ability to mute DMs. Moreover, group messaging and message filtering will come later. More sophisticated controls are expected in future updates.
Currently, you cannot block someone from messaging unless you block them on Threads. When you do so, you also block them on Instagram. In essence, to manage who can message you, you must select who you follow.
Initially, DMs will only be accessible to users 18 and older in most markets where Threads is live. However, they will not yet be available in Japan, Australia, the UK, or the EU.
Threads DMs Rollout Enters the Spotlight
Moving forward, the Threads DMs rollout places Threads in competition with other social apps. These include X and Bluesky, which offer direct engagement through messaging.
X is already working on encrypted messaging through X Chat. Threads, however, is not prioritizing encryption in its current design. According to Emily Dalton Smith, VP of Product at Threads, “We’re not encrypting our DMs.” She added that the primary goal is to facilitate real-time conversation. According to her, encryption is not central to that experience.
The intention, she explained, is to extend the public engagement on Threads into private conversations. These connections are forming a distinct network separate from Instagram. Smith emphasized that Threads users are building what she called an “interest graph”. This differs from Instagram’s social graph.
Even though Threads is based on Instagram’s social graph, the overlap is surprisingly low. Meta shared that over a third of daily Threads users have less than 50% overlap with their Instagram contacts. Smith said, “Instagram is for creativity. Threads is for viewpoints.” Users follow different types of people and join new kinds of conversations.
Threads Evolves into a Standalone Social Platform
This developing divergence has prompted Meta to explore more standalone uses for the app, alongside the Threads DMs rollout. For example, the company is testing logins via Facebook and Threads-only accounts. It’s also experimenting with web access without a login.
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The creator community on Threads is also evolving. Some creators are popular on other platforms, while others emerged solely from Threads. David Rushing, an NBA enthusiast, is one such example. He built an active sports community within Threads.
Smith mentioned that Meta wants to make it easier to discover these communities. This effort is part of Threads’ development roadmap. Threads started with tag-style labels, similar to hashtags but without the hash symbol. Then, it introduced topic feeds to organize discussions.
Now, the goal is to highlight people driving these conversations. Meta will soon begin showcasing top users in search and recommendations.
Highlighter and AI Support Boost Discovery
Highlighter will support this by surfacing key discussions together with the Threads DMs rollout. Initially, it will show trending topics from your feed.
Over time, it could spotlight active conversations or influential voices within topic-specific communities. That could boost engagement across the app. Despite the steady growth, Meta has no current plans to monetize Threads beyond ads. Smith confirmed this in a recent update.
Although Meta has developed AI technology, there is no integration comparable to X’s Grok chatbot. Instead, AI is being used quietly behind the scenes. For example, it helps generate headlines for trending topics and provides summaries.
Smith stated that while they are open to all ideas, they remain focused on what the community values most. Threads now has over 350 million monthly users. That’s far more than new platforms like Bluesky, which has 37 million users. Still, Threads has much to prove within the larger Meta ecosystem, where apps count their users in the billions.
Threads DMs Rollout Signals Future Direction
Ahead of the global Threads DMs rollout, the developers tested the feature in selected countries. These included Argentina, Brazil, Hong Kong, and Thailand. This launch marks a shift in how Threads operates. Initially seen as an Instagram add-on, it’s steadily gaining its own identity. With the Threads DMs rollout, Meta is pushing Threads to stand on its own. It reflects a serious effort to build a text-first social network.
Whether through interest-based feeds or direct messaging, Threads is becoming more distinct. Its design reflects both user demand and strategic evolution. Through improving conversation, highlighting hidden words, and focusing on key topics, Threads aims to become a central hub for thoughtful discussion. The Threads DMs rollout supports this vision. It empowers users to form deeper connections while remaining inside the app.
As Meta gathers feedback and rolls out new tools, the Threads experience will likely continue evolving rapidly. But this time, it’s on its terms.